sem1 1.02 a - marketing
DESCRIPTION
SEM1 1.02 A - Marketing. PE - Understand sport/event marketing’s role and function in business to facilitate economic exchanges with customers. PI - Explain the nature of sport marketing PI - Explain the nature of event marketing. Define: sports marketing. Sports Marketing : - PowerPoint PPT PresentationTRANSCRIPT
SEM1 1.02A - Marketing
• PE - Understand sport/event marketing’s role and function in business to facilitate economic
exchanges with customers.
• PI - Explain the nature of sport marketing• PI - Explain the nature of event marketing
Define: sports marketing
• Sports Marketing: • the process of planning and executing the
conception, pricing, promotion, and distribution of sports ideas, goods and services to create exchanges that satisfy individual and organizational objectives –
• Satisfy the needs and wants of the consumer
Sports Products
• Goods and Services• Goods: tangible, physical product
• Service: intangible, performed for a customer, for a price or a fee. Often a unique experience.– Also considered a product– Events are considered service-product
Categories of Sports Products
• Sporting Goods • Personal Training
• Sports information
• Sporting Event
Categories of Sport Products• Sporting Goods: – Goods-Product– Tangible – manufactured products– make the game possible – equipment, clothing, licensed merchandise
Categories of Sport Products
• Personal Training: – Service-Product
• Sports Information: – Good AND Service?– Radio, TV, Magazines, Newspapers, Internet
Categories of Sport Products• The Sporting Event: – Service-Product– Intangible: an experience you can see,
hear, feel, and participate in– Perishable: Once over, the product is gone– Athletes/participants: partakes or competes in the event– Spectators/fans: observe, but do not participate– Venue: facility where the product is offered
Categories of sport consumers
• 1. Unorganized participants: – No rules or guidelines–walk in the woods, jogging
Categories of Sport Consumers• 2. Organized participants: – Follow regulations and rules for participation– Amateurs: not paid to play• regulated on local, state, national level
– Professionals: paid to play• occupation (income) is playing the game
– Sanctioning Bodies: • Organizations that establish rules for the games• Control advertising and promotion to promote growth
Categories of Sport Consumers
• 3. Spectators/fans: – observers of the sporting event– create excitement
• 4. Sponsors: – businesses or organizations– pay to associate their names or products with a
sporting event, team, – or athlete – recognition/affiliation/publicity
Growth and Marketing of the Sports Industry
• A product (good or service) becomes more popular because of marketing
• http://www.youtube.com/watch?v=zMT6koOncLs
• Marketing opportunities increase as the product grows – resulting in increased sales and profits
Benefits from Sports
• Good for You– Increases opportunity for employment– Benefit those who participate either by playing or watching– Recreation– Entertainment
• Good for the Local Community– Economic effect of a major event– Improve city’s image– Generates billions of dollars of revenue each year– More jobs– Multiplier effect
Define: Entertainment Marketing
• The use of entertainment to develop, promote, price and distribute goods and services to satisfy the wants and needs of customers.
Define: Event Marketing• designing and developing a live-themed
activity, occasion, display or exhibit– a sports game, music festival, or concert – promote a product, cause, or organization.
• Produced and consumed at the same time • Unique experience: for each participant or spectator
Types of Events
• Corporate Events– Conferences, seminars, trade shows, team building,
theme parties, VIP events, incentive travel• Private Events – Invitation only– weddings, birthdays, family events, anniversaries
• Public Events – Anyone can attend– Concerts, games, shows, festivals
Benefits of Event Marketing.
• Start a dialogue: face to face marketing • Personal connection: builds consumer trust
for the product• Immediate fulfillment: produce and consume
the product at the same time• Brand awareness: build awareness of your
product by marketing the event - Examples: sales flyers, ads, promotion & PR